Sales Leaders… Your Teams Transactional Conversations Are Killing the Profession!

“The wings of transformation are born of patience and struggle.” 

Janet S. Dickens

Patience… The one word in sales that many struggle to comprehend.

Conversations are one of the strongest tools your team has in order to effectively build meaningful relationships with their clients.

Unfortunately, many believe their customers enjoy working with them because they have the best products and best customer service. Are you freaking kidding me?

The way your sales team opens a conversation directly impacts what happens next. It’s the direction they take these conversations along with the strategy behind all of it, which determines this… a customer transaction or a client relationship.

You may think I’m full of B.S. but I must ask you…

Are your salespeople building customers or building clients?

You never know when one conversation will lead to exponential revenue growth.

Conversations build relationships, and relationships build businesses.

Now, answer me this…

Are your salespeople creating transactional customers or transformational clients?

If you have a team full of transactional salespeople, then they are killing the sales profession.

Yes, you heard me correctly… They are killing the profession and who is to blame for that?

If they are running around trying to find a “sales deal” for the here and now, I am going to ask you to stop and think about the longevity this has and the mental punishment your team is going through.

Transactional mindsets are only focused on the sale.

This mindset reduces the customer relationship to nothing more than a one-sided extraction of value.

This transactional mindset based on pitch and pounce has tarnished the profession.

The race to the bottom is occurring at rapid rates within many sales channels. Undercutting and monumental discounts is not a long-term business strategy. This approach is not only unsustainable but puts your customer relationships at risk.

Transactional relationships are expensive and unsustainable

These transactional conversations may lead to short-term growth but long-term failures… All at the expense of your customers.


A transactional mindset and the associated behaviors are felt by your customers. I guarantee that at some point these will be replaced by a better transactional conversation. Why do I say this? Because your team is a sales ship cruising along within the sea of competitive sameness.

How likely will your customers come back for more if your team continues to deliver a transactional type of experience?

Do you want a slew of transactions or a slew of clients?

I sincerely believe you and your team are missing out on a massive opportunity to become a part of your clients’ lives, by operating with a transactional mindset.

Transactional mindsets alienate, transformational conversations build client communities.


I believe we do need some transactional-type conversations in our daily sales lives, however; there are plenty of opportunities to move those conversations to transformational.

Quality over quantity! I believe deep and meaningful transformational conversations are more powerful and effective than transactional ones.

Authentic transformation happens outside your comfort zone.

Transformational conversations require your team to be open in engaging with another individual without knowing where the conversation will go. There’s no hidden agenda or deception.

“I think for any relationship to be successful, there needs to be loving communication, appreciation, and understanding.”

Miranda Kerr

Think about the above quote… How can your team develop loving communication, appreciation, and understanding with a transactional mindset?

A team full of sales professionals with a transformational mindset:

  • Do not seek out predetermined outcomes
  • They ask powerful questions
  • They listen deeply
  • They acknowledge and are supportive

With transformational-type conversations, your team must open their heart, share their wisdom, and their purpose. They must be willing to give in order to receive.

The following equation will drive additional revenue growth for your team:

TC + TR + TE x SFTH = Sales Results

Transformational Conversations, Transformational Relationships, Transformational Experiences, Selling from the Heart


We all have choices in our lives.

As a sales leader, your team’s transactional mindset along with their conversations may work and provide everyone with a sense of sales fulfillment but I will promise you that a transformational mindset and conversations will change the trajectory of your team’s sales results.

Bryant McGill nails it,

“Real transformation requires real honesty. If you want to move forward – get real with yourself.”

Transactions are replaceable, transformation is irreplaceable.

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